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Marketers should remove organisational silos for a unified customer experience

Only four per cent of APAC marketers feel that they have a highly evolved creative engine fueled by an organisation-wide, unified vision, according to the Adobe Digital Marketing Performance Dashboard. In getting to this nirvana, the challenge lies in breaking down functional silos: 31 per cent of Singapore marketers report they struggle to connect functional silos across their organisation.

Adobe’s annual APAC Digital Marketing Performance Dashboard reveals a region in which digital transformation is reaching maturity levels in most countries, while businesses face a fresh challenge to integrate customer experience strategically across the organisation’s touchpoints, under the guidance of a strong, visionary leader.

Another challenge lies in the area of organisational culture. Across APAC, all countries report very low levels (nine per cent) when it comes to organisational culture that is dedicated to a unified, dynamic customer experience powered by creative content and digital experiences. This is even lower in Singapore at seven per cent.

Commenting on this, Stephen Hamill, Managing Director, Adobe South East Asia, said, “While marketers rightly see digital marketing as a channel to engage audiences, they need to begin looking at incorporating unified digital customer experiences across all touchpoints. The lack of a unified creative vision, and an unaligned organisational culture, are both huge obstacles which marketers need to overcome. Hence, the role of marketers moving forward is to lead a paradigm shift in their organisations to enable the delivery of a unified customer experience. In essence, we’re saying that marketers need to helm business transformation to digital.”

Liz Miller, Vice President of Marketing at the CMO Council said that marketers have come full circle. “In a pre-digital era, we relied on instinct and experience to tell us what customers wanted from our brand. The emergence of powerful marketing technology platforms enabled us to move away from guesswork, and gave us unprecedented access to a single, organisational view of the customer along with actionable insights and information. Yet in our haste to embrace that power, we may have lost sight of the power of creativity in delivering an exceptional, aligned and consistent customer experience. The second wave of rapid adoption is about to hit marketers and business across Asia Pacific, with creativity and content playing a pivotal role in delivering a personalised customer experience.”

The report also found that customers are driving adoption and optimisation of digital marketing for their markets. In Singapore, customer preference and digital dependency is driving adoption of digital marketing at 73 per cent, above the APAC average, indicating a digitally discerning and demanding audience. Other drivers include cost efficiency and effectiveness at 67 per cent and ability to better engage and activate audiences at 62 per cent, which has increased from 52 per cent in 2014.

Business leaders in Singapore are not yet fully convinced of the ROI of digital. 21 per cent of Singapore marketers report that their APAC leadership teams have doubts. This is higher than the APAC and average of 17 per cent.

Data is where marketers have made the least progress across the digital marketing journey. There are signs that marketers might be going back to viewing data merely for reporting, rather than as a tool to improve campaign performance.17 per cent of Singapore marketers report they archive data but do nothing with it. This is an increase of two per cent since 2014 and above the APAC average of 11 per cent.

Shubhi Tandon

Shubhi Tandon is the Assistant Editor at Digital Market Asia. Fascinated by the evolving digital media industry, she has focussed on tracking developments in the Asia Pacific market since 2014.